Mexico retailer Liverpool connects with customers using SAS®

Using SAS® Analytics to develop customer profiles will help Liverpool (El Puerto de Liverpool, S.A. de C.V.) better engage its customers with targeted promotions and credit offers. The Mexican department store chain has licensed SAS, the leader in business analytics software and services, to discern who is buying what in its bricks and mortar stores.

"Liverpool has about 3 million credit card users," said Enrique Toussaint, Director of Market Intelligence, Liverpool. "We needed better intelligence to create buyer profiles that would reach different types of customers based on their buying behavior. SAS will help us identify which customers will respond to specific promotions well to targeted promotions, credit offers and events." Liverpool worked with retail consultants Bain & Company in choosing SAS.

SAS Analytics helps retailers engage their customers more effectively while building brand loyalty and increasing overall customer satisfaction. Using analytical insights to connect merchandising processes with marketing objectives SAS enables the marketing and merchandising areas to collaborate in an unprecedented fashion. Retailers have seen significant gains in customer acquisition and retention programs, product sales performance, and promotional effectiveness.

This type of collaboration is becoming increasingly more important to retailers as they look to differentiate and engage their customers more effectively. According to Robin Copland, SAS Director of Retail Business Development for Canada and Latin America, "An increasing number of retailers across Latin America are choosing SAS to help leverage analytical insights across their operations. Liverpool is one example of a progressive retailer in the region that is looking at their business differently. By using SAS analytics they are able to operate more effectively while building brand loyalty and providing a better shopping experience for their customers."